Amazon Global Brand Guidelines DF V1 - Amazon Web Services, Inc.
brand guidelines Last Updated—02/22/2017
AMAZON BRAND GUIDELINES Contents Brand Tone—Page 3 How the Amazon brand should sound. Key Brand Traits—Page 4 The key brand personality traits. Logos—Page 5 Primary and alternate brand logos, and how they should/shouldn’t be used. Thank you for reviewing our brand guidelines. These guides were last update on 02/22/2017. Please check back regularly for the most up to date guides and resources. Color—Page 11 Primary brand colors, secondary color palate and examples of how they should be used. Typography—Page 12 How to use the brand’s primary and secondary typography. 2
AMAZON BRAND GUIDELINES Brand Tone What is the one thing? We enable the triumph of the everyday hero. When are we at our best? When we’re at our best—when we’re working backwards from the customer and embodying our Peculiar Ways—we create experiences that invite customers to see our finest qualities: We’re welcoming, authentic, optimistic, empowering, and delightful. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 This document expands on these qualities (unless you know better ones) and helps us to focus on who we are, so that we consistently present ourselves to the customer in our finest light. 3
AMAZON BRAND GUIDELINES Key Brand Traits—Who We Are Welcoming— Optimistic— Delightful— We make every customer, everywhere, feel like we create We emphasize expansion and possibility, rather than In everything we create, we find memorable ways to make Amazon just for them. We speak to the customer casually limitations and prohibitions. We’re excited about the future the customer smile. We create experiences that are fun, and directly as if we were having a conversation in person. we’re helping to create, and we express this optimism to the frictionless, and beautiful. We believe that simplicity is the We’re a good listener, looking for ways to be helpful and customer in everything from our color palettes and language greatest delighter of all, but simplicity alone isn’t enough. reassuring, but recognizing when it’s better to remain quiet. choices, to our photography and TV commercials. We’re bright We’re always looking for one more way to make each We’re compassionate and remember that the customer is and open, not cool and sleek. We don’t tell the customer experience a little less ordinary, whether that be a quirky sometimes shopping in a second language, is sometimes sight what they can’t do, we offer solutions and help the customer image in a gateway ad or a hint of unexpected humor in a impaired, and always has a different perspective than we do. discover new options. This sense of boundless possibility UI message. It’s about making that extra little effort every We keep it simple and don’t ask the customer to understand makes the customer feel like Amazon is always the right place time, because we aren’t just building a series of online how Amazon works or to learn our terminology, because to start, whatever their needs. transactions—we’re creating a place for amusement, everything we do is about putting the customer at ease. entertainment, and human connection. Authentic— Empowering— We amplify the truth and let it speak for itself. We work We transform the impossible into the expected. We’re backwards from real customer problems, so we don’t need constantly inventing on behalf of the customer to reduce to make exaggerated claims. We look for opportunities to friction and make life more simple. From eReaders to Echo, relay genuine customer stories and to show people as they from Dash Buttons to Drones, sometimes we’re at our best really are—our customers don’t live in a stock photo world, when we raise the bar so high that the customer isn’t even and we shouldn’t portray them as such. We don’t talk about sure it’s for real. But often our greatest innovations feel like ourselves. We stay focused on the customer, and on the they’ve been there all along, like a 1-Click button or free things our creations help the customer to achieve. same-day shipping. It’s nice when the customer admires our inventions, but we’re most happy when our inventions disappear into the everyday. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 4
AMAZON BRAND GUIDELINES Primary Logo This is the primary Amazon logo. The primary logo should be your first choice for all marketing needs. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 5
AMAZON BRAND GUIDELINES Primary Logo—Summary Logo Color Size The logo should appear in one of the color combinations below. The two-color versions are preferred. In cases where color needs to be restricted, these one-color logos are acceptable alternates. Choose the color option with the highest contrast. The logo must be no smaller than 0.75 inches wide for print, 100 pixels for 1x resolution screens or 200 pixels for 2x resolution screens. The “.com” logo is not necessary for use in North America. 3/4” or 100px@1x or 200px@2x Incorrect Uses To maintain brand integrity, do not alter the logo artwork, proportion or color. Below are examples of incorrect uses. R Clear Space The clear space is based on the letter “o” in the logo. Horizontal space requires the full width of the “o” on either side. Vertical space requires half the height of the “o” above and below. DO NOT use unapproved colors. DO NOT outline the logo. At DO NOT modify or recreate the provide artwork. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 we. DO NOT use the logo in a sentence. DO NOT remove elements of the logo. DO NOT use a registered trademark symbol Here at Amazon we. DO NOT layer content on top or below. 6
AMAZON BRAND GUIDELINES Primary Logo—Background Usage Make sure there is enough contrast to visually separate the logo from the background. Keep the area surrounding the logo free of clutter. The Smile is disappearing into the background. The Smile’s contrast is low against the background. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 The Smile and wordmark are clearly defined. The logo is clearly defined against the background. The logo is clearly defined against the background. The logo is clearly defined against the background. 7
AMAZON BRAND GUIDELINES Primary Symbol—The Smile This is Amazon’s primary symbol. The Smile is our most valuable visual identity element. It represents the experiences we work hard to create for our customers. The Smile can be used independently within an Amazon context. When in doubt, use the full Amazon logo. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 8
AMAZON BRAND GUIDELINES Primary Symbol—The Smile Smile Color Clear Space Social Media Icon – Smile Placement The Amazon corporate colors are Amazon Orange, Squid Ink and white, (see page 6 for details). Choose the color option with the highest contrast. Horizontal clear space requires the half the height of the Smile (X) on either side. Vertical space requires the height of the dimple above and below. When the Smile is the only element used, make sure it aligns just below the visual center point. Below are Smile size and placements within profile pictures for social media. Please use the EPS files from the Brand Wiki and make sure to optimize for the dimensions of the social media platform. Below are examples of colors that can be used. X X X Size Incorrect Uses The Smile must be no smaller than 0.5 inches wide for print, 50 pixels for 1x resolution screens or 100 pixels for 2x resolution screens. To maintain brand integrity, do not alter the Smile artwork proportion or color. Below are examples of incorrect uses. 0.5” or 50px@1x or 100px@2x The “A” Smile is no longer allowed for use. DO NOT use unapproved colors. DO NOT outline the Smile. At DO NOT modify or recreate the provided artwork. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 we. DO NOT use the Smile in a sentence. DO NOT remove elements of the Smile. DO NOT crop the Smile. Here at Amazon we. DO NOT layer content on top or below. 9
AMAZON BRAND GUIDELINES Primary Symbol—The Smile Make sure there is enough contrast to visually separate the Smile from the background. Keep the area surrounding the logo free of clutter. The Smile can be used independently within an Amazon context. When in doubt, use the full Amazon logo. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 The Smile is clearly defined. The Smile is clearly defined. The Smile is clearly defined. The Smile is disappearing into the background. The contrast is low and the colors vibrate. The background competes with the Smile. 10
AMAZON BRAND GUIDELINES Primary Brand Colors Amazon Orange Squid Ink HEX: #333E48 RGB: 51—62—72 This is Amazon’s primary brand color. This is the primary neutral brand color for Amazon. This is the darkest color used for brand elements. Use it like you would use black. CMYK: 78—64—53—44 HEX: #FF9900 RGB: 255—153—0 CMYK: 0—45—95—0 PMS: PMS: COATED 432 C COATED 1375 C UNCOATED 137 U AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 White HEX: #FFFFFF RGB: 255—255—255 The use of white, and white space, is essential to the brand color palate. White space allows our customer to understand what we’re telling them easily and without challenge. CMYK: 0—0—0—0 11
AMAZON BRAND GUIDELINES Typography—Amazon Ember Display Amazon Ember Display is slightly rounded to soften the letterforms and make messages more visually approachable. It comes in 5 weights: Light, Regular, Medium, Bold, & Heavy. Italic versions are not available at this time. This typeface is intended for display copy, headlines & logos. Amazon A to Z Ember A to Z Display A to Z We enable the triumph of the everyday hero. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 A to Z A to Z 12
AMAZON BRAND GUIDELINES Typography—Amazon Ember Display All customer facing materials should use either Ember or Ember display as it’s primary typeface. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 LIGHT MEDIUM HEAVY ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 REGULAR BOLD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 13
AMAZON BRAND GUIDELINES Typography—Amazon Ember THIN Amazon Ember is a custom-designed typeface commissioned by Amazon for use on screen UI and Amazon brand applications. Ember was designed and hand-crafted for optimal readability on a broad range of digital devices, including mobile, web and 10-foot UI. Ember is a Humanistinspired face that comes in Thin, Light, Regular, Medium, Bold, Heavy and their Italic counterparts. LIGHT REGULAR Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis eget quam neque. Aliquam malesuada vitae eros id facilisis. Quisque a risus non lorem egestas tempor et eget felis. Nulla fermentum neque et lorem ultrices, nec hendrerit elit efficitur. Etiam nunc lorem, lacinia at auctor ac, blandit tempor orci. Pellentesque tristique fringilla dolor, sit amet finibus malesuada vitae eros mauris pretium. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis eget quam neque. Aliquam malesuada vitae eros id facilisis. Quisque a risus non lorem egestas tempor et eget felis. Nulla fermentum neque et lorem ultrices, nec hendrerit elit efficitur. Etiam nunc lorem, lacinia at auctor ac, blandit tempor orci. Pellentesque tristique fringilla dolor, sit amet finibus mauris pretium. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis eget quam neque. Aliquam malesuada vitae eros id facilisis. Quisque a risus non lorem egestas tempor et eget felis. Nulla fermentum neque et lorem ultrices, nec hendrerit elit efficitur. Etiam nunc lorem, lacinia at auctor ac, blandit tempor orci. Pellentesque tristique fringilla dolor, amet. MEDIUM BOLD HEAVY Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis eget quam neque. Aliquam malesuada vitae eros id facilisis. Quisque a risus non lorem egestas tempor et eget felis. Nulla fermentum neque et lorem ultrices, nec hendrerit elit efficitur. Etiam nunc lorem, lacinia at auctor ac, blandit tempor orci. Pellentesque tristique fringilla dolor, amet. Vivamus blandit sodales imperdiet. Etiam vitae varius velit. Duis tempor semper augue nec vulputate. Pellentesque augue turpis, egestas vel tristique in, rutrum eget risus. Praesent in quam ac nisi dictum feugiat. Integer ac velit tincidunt, interdum urna in, faucibus ipsum. Pellentesque ultrices lacinia nunc eget pellentesque. Morbi tempor sem eget gravida egestas vel tristique in suscipit. Proin egestas velit ex, in pharetra felis interdum lobortis. Maecenas ac eros eleifend, dignissim quam iaculis, maxi dui. Praesent varius a est et aliquet. Phasellus dolor augue, mattis sodales mattis vel, volutpat vel nunc. Nunc ut ligula erat. Sed nec velit ipsum. Mauris ligula tortor, facilisis in est at, posuere lobortis ex onec ac velit id est. REGULAR ITALIC MEDIUM ITALIC HEAVY ITALIC This typeface is intended for body copy and small text. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis eget quam neque. Aliquam malesuada vitae eros id facilisis. Quisque a risus non lorem egestas tempor et eget felis. Nulla fermentum neque et lorem ultrices, nec hendrerit elit efficitur. Etiam nunc lorem, lacinia at auctor ac, blandit tempor orci. Pellentesque tristique fringilla dolor, sit amet finibus mauris pretium. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 Vivamus blandit sodales imperdiet. Etiam vitae varius velit. Duis tempor semper augue nec vulputate. Pellentesque augue turpis, egestas vel tristique in, rutrum eget risus. Praesent in quam ac nisi dictum feugiat. Integer ac velit tincidunt, interdum urna in, faucibus ipsum. Pellentesque ultrices lacinia nunc eget pellentesque. Morbi tempor sem eget gravida suscipit ac velit dictum tincidun. Proin egestas velit ex, in pharetra felis interdum lobortis. Maecenas ac eros eleifend, dignissim quam iaculis, maxi dui. Praesent varius a est et aliquet. Phasellus dolor augue, mattis sodales mattis vel, volutpat vel nunc. Nunc ut ligula erat. Sed nec velit ipsum. Mauris ligula tortor, facilisis in est at, posuere lobortis ex. Donec ac velit id est facilisis. 14
For any questions or further information, please email—brand@amazon.com PREPARED BY— BRAND
brand guidelines. These guides were last update on 02/22/2017. Please check back regularly for the most up to date guides and resources. Brand Tone—Page 3 How the Amazon brand should sound. Key Brand Traits—Page 4 The key brand personality traits. Logos—Page 5 Primary and alternate brand logos, and how they should/shouldn't be used .
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
AMAZON BRAND GUIDELINES—LAST UPDATED 12/27/2017 3 AMAZON BRAND GUIDELINES Key Brand Traits—Who We Are Welcoming— Every customer everywhere should feel like Amazon is created just for them. We speak in a friendly, conversational voice, never asking the customer to understand how Amazon works or to learn our terminology.
Amazon SageMaker Amazon Transcribe Amazon Polly Amazon Lex CHATBOTS Amazon Rekognition Image Amazon Rekognition Video VISION SPEECH Amazon Comprehend Amazon Translate LANGUAGES P3 P3dn C5 C5n Elastic inference Inferentia AWS Greengrass NEW NEW Ground Truth Notebooks Algorithms Marketplace RL Training Optimization Deployment Hosting N E W AI & ML
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
32/33/KEP/DIR tanggal 12 Mei 1999 tentang Bank Umum; 9. Surat Keputusan Menteri Dalam Negeri Nomor 58 Tahun 1999 tanggal 27 Juli 1999 tentang Direksi dan Dewan Pengawas Bank Pembangunan Daerah. MEMUTUSKAN : Menetapkan : PEDOMAN ORGANISASI DAN TATA KERJA BANK PEMBANGUNAN DAERAH BAB I KETENTUAN UMUM Pasal 1 Dalam Peraturan ini yang dimaksud dengan : a. Bank adalah Bank Pembangunan Daerah yang .
